SAN BERNARDINO, Calif. — Just in time for Halloween, Country Archer Provisions is rolling out “a deadly hot limited release jerky” and an online challenge to drive sales.
Death Reaper Beef Jerky is made in small batches with Carolina Reaper Chilis, officially known as Guinness Book of World Record’s hottest pepper measuring as high as 2 million Scoville heat units. Each bag of Death Reaper Beef Jerky is only 1 ounce but is so spicy that it has a “deadly hot” warning label on the bag and comes with a glove to protect consumers. With a suggested retail price of $5.99, Death Reaper Beef Jerky will be available while supplies last.
“People across the country have become obsessed with spicy foods, and we wanted to create something that really brings the heat for those who love tormenting their taste buds,” said co-founder and CEO of Country Archer Provisions, Eugene Kang.
As part of the launch, Country Archer is challenging consumers to take the #DeathReaperChallenge: put on the protective glove, open the bag and try to finish it without drinking or eating anything to calm the heat. Anyone who attempts to defeat the reaper is encouraged to share their reaction—sweat, drool, pain and all—on social media by using the hashtag #DeathReaperChallenge and tagging @countryarcher on Instagram, Facebook and Twitter.
“Death Reaper is on a whole other level of spice,” Kang said. “It’s so hot we’re betting that most people won’t be able to finish the tiny 1-ounce bag. We’re eager to see our fans look the Reaper in the eye and try to defeat our spiciest jerky yet.”
As warnings, Country Archer is reminding consumers when dealing with any spicy chilis or peppers to wash their hands and not touch their eyes or other sensitive areas after eating Death Reaper Jerky. Country Archer encourages anyone who attempts the challenge to use the protective glove included with each bag.
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